6 Sources
Footnotes 1 Coffees that adhere to various combinations of social, environmental and economic standards, and that are independently certified by an accredited third party, have been collectively termed sustainable coffees: FLO, IFOAM, RA and UTZ are the four main coffee production standards. 4C, CAFÉ Practices and Nespresso AAA guidelines seek to verify sustainable farm practices. Therefore sometimes a distinction has been made in this report referring to certified or verified coffee. 2 Press release on 14/02/2011: Joint Statement by Fairtrade, SAN/ Rainforest Alliance and UTZ CERTIFIED. 3 Multiple certification is a critical element in judging the market penetration of production standards; it can lead to an overestimation of the total volume available. Especially difficult to find and interpret are the figures of IFOAM, said to overlap some 50 to 70 percent with FLO labelled coffee.
Sources used to prepare the figures Figure 2 World production and consumption of coffee in 2010 > International Coffee Organization (ICO) data on production and consumption of coffee in different regions of the world > Sustainable coffee production and sales are estimates based on data provided by the different coffee standards initiatives (see also Figure 4), and calculated as per method used by IISD, IIED in The State of Sustainability Initiatives Review 2010: Sustainability and Transparency (page 68-70) Figure 4 Volume of available and purchased certified and verified coffees in 2010 and future projections > Data published by UTZ Certified in the UTZ CERTIFIED Good Inside Annual Report 2010, and by personal communication > Data provided by FLO, Rainforest Alliance and 4C Association, by personal communication > Organic data are not readily available; data used here were based on those published in ITC (2010) and IISD and IIED (2010) reports and by consulting coffee sector specialists
4 Press release on 15/09/2011: Fair Trade USA resigns Fairtrade International (FLO) membership. 5 Trade and industry members list. Accessed in December 2011: www.4c-coffeeassociation.org 6 Press release on 05/08/2010: Nestlé launches CHF 500 million global plan for sustainable coffee. 7 Press release on 12/05/2011: Kraft Foods Expands Sustainability Goals to Build on Success. 8 Press release on 10/01/2011: Sara Lee launches ambitious fiveyear sustainable coffee plan. 9 RA permits the use of its logo on packs containing at least 30% RA certified coffee, on two conditions: 1) the percentage certified coffee is clearly stated on the pack as consumer information; and 2) the roaster/retailer agrees to shift to 100% certified coffee over a set period. 10 Personal communication from 4C. 11 A limited description of the programme is available at: www.idhsustainabletrade.com/koffie
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Figure 5 Top ten coffee roasters: certified and verified coffees purchased in 2010 and future commitments Nestlé’s Nescafé Plan 2010 and by personal communication Press releases from Kraft Foods and by personal communication. Sara Lee’s Sustainable Coffee Plan 2010 and by personal communication Tchibo’s Annual Report 2010 and by personal communication Starbucks’ Annual Report 2010 and by personal communication Data pertaining to Strauss, Smuckers, Aldi, Lavazza and Segafredo are not available; none of these companies directly communicate with TCC
Figure 6 European market demand of sustainable coffee > European Coffee Federation (2011). European Coffee Report 2010/11. > Deutscher Kaffeeverband (2011). Kaffeemarkt 2010. > Ministry of Foreign Affairs of the Netherlands (CBI, 2011) reports on: Coffee in Germany, Coffee in Italy, Coffee in the Netherlands, Coffee in the UK. > International Coffee Organization (2010). Figures on European coffee consumption. > Percentage sustainable coffee in the Netherlands is the average of percentage sustainable coffee data published by KNVKT (2011), Oxfam-Novib (2010) and ITC (2010).
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